CTV is winning viewers, but advertiser trust has not caught up

US adults are spending more time watching connected TV than linear TV. Advertisers are following that shift, with nearly 80% of CTV buyers planning to move budget from linear to streaming environments.

But while viewing habits and ad spend are changing quickly, advertiser confidence has not kept pace. Questions around wasted spend, pricing consistency, transparency, and measurement continue to shape how marketers invest in CTV.

This new EMARKETER infographic breaks down the trends behind CTV’s growth and the trust challenges still holding the channel back.

In the Infographic:

Where advertisers are shifting TV budgets
Why CTV pricing still creates uncertainty
How programmatic buying could help close the trust gap

Fill out the form to access the infographic.

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